Doves Farm, the UK’s number one organic flour brand, has secured its first retail listing for its range of Baking Aids. Available at Waitrose & Partners from 29th May, the range is targeted at the nation’s growing number of discerning bakers.
Each product in the line-up has been designed as the perfect partner to the Doves Farm premium flour range and includes Bicarbonate of Soda, Baking Powder and Cornflour.
Research carried out by Doves Farm found that 76% of the brand’s shoppers would be interested in purchasing a Doves Farm baking aid, citing ‘superior quality’, ‘the perfect complement’ to Doves Farm organic flours and ‘to make up a complete kit for baking’, as top reasons for purchasing.[1]
The Baking Powder (130g) is a classic raising agent, perfect for mixing with plain flour when making cakes, scones and puddings. Bicarbonate of Soda (200g) can be used for making soda breads and raising cakes, scones and pancakes with acidic ingredients. Made from organically grown corn starch, the Cornflour (110g) can be used for thickening sauces, making cakes and lightening the texture of baking.
Each product in the range has been tried and tested in recipes using Doves Farm organic flours, to ensure they deliver the finest baking results. The products are also all suitable for vegans and are Kosher and Coeliac UK certified.
Clare Marriage, Doves Farm Founder, commented; “There is currently no baking aid range offered in retail by a premium flour brand, and with a growing number of customers looking for high quality, trusted baking ingredients, we are excited to be partnering with Waitrose & Partners to launch Doves Farm Baking Aids into stores. The Doves Farm brand is already in 1.5m+ homes, and we know our organic flour range is respected and trusted for its quality[2] – so the products in the Baking Aids range are certain to prove popular with flour shoppers looking to enhance their home baking.”
The Doves Farm Baking Aids range will launch in Waitrose & Partners on 29th May and is also available at www.dovesfarm.co.uk.
[1] Doves Farm Consumer Panel Concept Testing. 273 respondents.
[2] Kantar World Panel Online, 124 weeks ending 20 Feb 22
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